How InterContinental Hotels Group ditched data silos to deliver personalised email marketing

Consumers’ expectations are growing as their attention span decreases, meaning that brands are under huge pressure to deliver a personalised and relevant message or experience.

"Everyone in the world is entitled now," according to April Mullen, director of consumer-first marketing adoption at Selligent, a relationship marketing agency. "We don't necessarily think that that's a bad thing," she told the Technology for Marketi